JetBlue and Daytona Beach are right for each other

STEPHEN J. COOKE

Published: Wednesday, February 13, 2013 at 5:30 a.m.

Last Modified: Tuesday, February 12, 2013 at 5:01 p.m.

Over the past several years, the national airline industry has been somewhat stagnant. Demand and capacity are down; operating costs (especially fuel) are up. Consolidation has reduced the number of airlines, and those pesky add-on fees for baggage and such have become nearly universal. To their credit, the airlines, as a group, have become more efficient, even managing to eke out profits during the last few years.

For the past four years, Daytona Beach International Airport has bucked the national trend. From a low of 423,725 passengers in 2009, our airport's traffic increased to 584,280 in 2012, a gain of 38 percent in four calendar years. Bigger jets, more seats, reasonable fares and high passenger loads have been a consistent and welcome trend here over the last four years, very different from the experience of many other airports across America.

For practically its entire history, the Daytona Beach airport has offered nonstop service to New York City. Eastern Airlines served the Big Apple early on, offering the first nonstop jet service from Daytona Beach to JFK International Airport in December 1967 and many years thereafter. More recently, Continental Airlines offered daily nonstop service to Newark/New York but eventually fell victim to the 2008 recession.

But the New York market never went away. If anything, it has become stronger, with a growing demand in Volusia and Flagler counties creating more opportunity for business travel and inbound tourism. Recent data compiled by the airport's air service consultant, Mead and Hunt, indicated current demand for New York City air service is very strong and would increase dramatically with nonstop service, and good fares. A big source of this increase would be local travelers who, in their own best interest, would switch to their hometown airport in lieu of the alternates.

In 2011, the airport made a concerted effort to incentivize Delta Air Lines to consider nonstop Daytona Beach-New York City service. This effort was initiated after Delta purchased a number of slots from U.S Airways at New York's LaGuardia Airport. However, this effort was not successful as Delta's business strategy for the new slots did not align with local needs.

At that point, renewed attention turned toward JetBlue Airways. JetBlue is New York City's hometown airline, providing service to five New York airports including LaGuardia, JFK, Stewart, Newark and White Plains. With 150 daily JFK flights and great international connections, JetBlue has emerged as a major airline player in the Northeast, which just happens to be Volusia County's best regional market. On a national and international level, JetBlue serves 75 cities with 750 daily flights. The JetBlue fleet consists of full-size Airbus A-320 aircraft with 150 seats and 100-seat Embraer 190 aircraft. Total fleet size is 179 aircraft and growing. The average age of the JetBlue fleet is around seven years, and the airline offers television in the seat backs, comfortable seating and great in-flight service, along with low fares. With JetBlue, your first checked bag is free and passengers enjoy a customer bill of rights which can provide compensation for flight delays, cancellations or overbooking.

To attract JetBlue to the Volusia/Flagler market, a public/private partnership came together consisting of the airport, civic leaders, and local business partners, chambers of commerce, Volusia County's three tourism advertising authorities and others to put together an impressive incentive package. This package includes complete waiver of airport rentals and landing fees for a full year, $400,000 in front-end marketing support for New York City advertising. Half of this will come from the three advertising authorities. A two-year travel bank was created through the efforts of local business leaders and the Daytona Beach Regional Chamber of Commerce. The travel bank already has financial pledges from 30 businesses to fly JetBlue, mainly for New York travel needs. The current dollar pledge to the travel bank is approximately $250,000 for the first year. Participants in the travel bank include many top employers in Volusia County who have an ongoing need for daily nonstop service to New York City.

On Jan. 16, airport staff, county representatives and local business leaders had the rare opportunity and privilege to meet with top route planning officials from JetBlue and show them all the airport and Volusia County have to offer. Discussion included stops at Daytona International Speedway and Embry-Riddle Aeronautical University. The airport hopes to hear a response to our air service proposal from JetBlue in approximately 60 days.

JetBlue Airways is a leading edge, low-fare airline in service, growth, quality, profitability and demographic appeal. A service commitment by this carrier will elevate the stature of Volusia County while improving its economic base. This is why Volusia County would win big with JetBlue Airways.

<p>Over the past several years, the national airline industry has been somewhat stagnant. Demand and capacity are down; operating costs (especially fuel) are up. Consolidation has reduced the number of airlines, and those pesky add-on fees for baggage and such have become nearly universal. To their credit, the airlines, as a group, have become more efficient, even managing to eke out profits during the last few years. </p><p>For the past four years, Daytona Beach International Airport has bucked the national trend. From a low of 423,725 passengers in 2009, our airport's traffic increased to 584,280 in 2012, a gain of 38 percent in four calendar years. Bigger jets, more seats, reasonable fares and high passenger loads have been a consistent and welcome trend here over the last four years, very different from the experience of many other airports across America. </p><p>For practically its entire history, the Daytona Beach airport has offered nonstop service to New York City. Eastern Airlines served the Big Apple early on, offering the first nonstop jet service from Daytona Beach to JFK International Airport in December 1967 and many years thereafter. More recently, Continental Airlines offered daily nonstop service to Newark/New York but eventually fell victim to the 2008 recession. </p><p>But the New York market never went away. If anything, it has become stronger, with a growing demand in Volusia and Flagler counties creating more opportunity for business travel and inbound tourism. Recent data compiled by the airport's air service consultant, Mead and Hunt, indicated current demand for New York City air service is very strong and would increase dramatically with nonstop service, and good fares. A big source of this increase would be local travelers who, in their own best interest, would switch to their hometown airport in lieu of the alternates. </p><p>In 2011, the airport made a concerted effort to incentivize Delta Air Lines to consider nonstop Daytona Beach-New York City service. This effort was initiated after Delta purchased a number of slots from U.S Airways at New York's LaGuardia Airport. However, this effort was not successful as Delta's business strategy for the new slots did not align with local needs. </p><p>At that point, renewed attention turned toward JetBlue Airways. JetBlue is New York City's hometown airline, providing service to five New York airports including LaGuardia, JFK, Stewart, Newark and White Plains. With 150 daily JFK flights and great international connections, JetBlue has emerged as a major airline player in the Northeast, which just happens to be Volusia County's best regional market. On a national and international level, JetBlue serves 75 cities with 750 daily flights. The JetBlue fleet consists of full-size Airbus A-320 aircraft with 150 seats and 100-seat Embraer 190 aircraft. Total fleet size is 179 aircraft and growing. The average age of the JetBlue fleet is around seven years, and the airline offers television in the seat backs, comfortable seating and great in-flight service, along with low fares. With JetBlue, your first checked bag is free and passengers enjoy a customer bill of rights which can provide compensation for flight delays, cancellations or overbooking. </p><p>To attract JetBlue to the Volusia/Flagler market, a public/private partnership came together consisting of the airport, civic leaders, and local business partners, chambers of commerce, Volusia County's three tourism advertising authorities and others to put together an impressive incentive package. This package includes complete waiver of airport rentals and landing fees for a full year, $400,000 in front-end marketing support for New York City advertising. Half of this will come from the three advertising authorities. A two-year travel bank was created through the efforts of local business leaders and the Daytona Beach Regional Chamber of Commerce. The travel bank already has financial pledges from 30 businesses to fly JetBlue, mainly for New York travel needs. The current dollar pledge to the travel bank is approximately $250,000 for the first year. Participants in the travel bank include many top employers in Volusia County who have an ongoing need for daily nonstop service to New York City. </p><p>On Jan. 16, airport staff, county representatives and local business leaders had the rare opportunity and privilege to meet with top route planning officials from JetBlue and show them all the airport and Volusia County have to offer. Discussion included stops at Daytona International Speedway and Embry-Riddle Aeronautical University. The airport hopes to hear a response to our air service proposal from JetBlue in approximately 60 days. </p><p>JetBlue Airways is a leading edge, low-fare airline in service, growth, quality, profitability and demographic appeal. A service commitment by this carrier will elevate the stature of Volusia County while improving its economic base. This is why Volusia County would win big with JetBlue Airways.</p>